Every year I select 3 words designed to set the tone for the year. It's a rather genius idea I took from Chris Brogan. This year I decided to keep it a little more simple.Read More
When's the last time you felt your mind stuck in quicksand?
Often depression is fear of the past and anxiety is fear of the future. You can control either. You can only control right now and you can't even control that because whats now already is...
The past and the future are nothing more than mental concepts. You can't control them because they don't really exist. Appreciate the now.
Shift your attention from thinking to doing and step by step, every single day, we promise, you get stronger and life becomes brighter.
As human beings, we're addicted to comfort but in order to live your best life, you need to break out of that.
We are build to sense fear and avoid it all costs. It's our survival instinct.
The problem is we all have infinite potential but in order to reach it, we have to break through the barriers of fear, discomfort and sometimes even pain.
People talk a lot about taking the first step as if it's the hardest. Sometimes it's not. Sometimes we can take the first step and it's only on that second step that we feel the fear and run from it.
Instead, we need to say BRING IT ON!
We need to get ourselves mind bouncers to remove that fear kryptonite and learn to see obstacles as challenges instead of threats. We need to build our emotional stamina and become anti-fragile.
There's a beautiful world out there but you need to be willing to open your eyes and walk right into it in order to experience the magic of it. When you do, remember that you can't get lost when you are following your heart's compass.
It Starts With You!
Anything you've ever wanted is right there for your taking. It's starts with you. You just have to show up and do everything it takes to achieve your goal.
It's up to you to wake up and get to work, every day... every single day. If you do this, you'll see progress like you've never before.
It's a simple concept, yet we all have such difficulty when it comes to implementation.
Consistency is the key. It's never been about magic or luck. A lot of us believe the misconception that success comes from luck or some magical moment.
What we all fail to see if all the moments in between. We fail to see the struggle that takes it's toll every day. From waking up to working to hustling. It takes work and that work, well, it starts with you!
People buy on emotion. It’s a spur of the moment decision based on how your ‘pitch’ has made them feel. By ‘pitch’, I mean landing page, social media post, video, phone call, however you communicate your value proposition to your audience. In that moment, they want to feel good about themselves and believe that buying into your mission will help them to achieve that. It works. I’m sure you have experienced this as a consumer and buyer yourself.
The trouble is that they don’t call it ‘retail therapy’ for nothing. While it feels great spending money on a product or service that you really want. Once the purchase has been made and that momentary high is gone, regret and remorse sets in.
“Why did you buy that? Why did you spend money on something that you didn’t even need?”
Guilt starts to set in and that little voice in your head starts saying ‘return policy?’
Neuroscientist Antonio Damasio carried out a study on ‘The Importance Of Feelings’, in which he examined individuals who had damaged the part of the brain where emotions are generated. Aside from the specific damage that created the inability to feel emotions, all the individuals were otherwise normal.
After carrying out this extensive research study, the results showed a startling discovery. None of the participants were capable of making a decision. There were no emotion to compare the pros and cons of anything so when it came to decision making, they could apply logic to the situation but still struggled to make a decision.
What this research concluded was that people required emotion in order to make comparative decisions; to buy or not to buy?
There have been a number of other studies that back this hypothesis up.
Take the “Tale of Two Chickens” as an example. McCombs Marketing Professor Raj Raghunathan and Ph.D student Szu-Chi Huang carried out a similar research study that was designed to show the importance of emotion in a person’s decision making.
Participants of the study were shown two images of two chickens. One was a slightly a free-range chicken that looked well taken care of. In the second image, the chicken was genetically engineered. It was thin, missing many of it’s feathers and looked sick.
The researchers then told half of the participants that the plumper chicken was healthy but less tasty. The other half of the participants were told the opposite.
Results showed that groups preferred the free range chicken but interestingly they expressed opposite justification for their choice. The first half said it was because the chicken was healthier, the other half stated that taste was more important. So both groups made the decision and then went on to justify it.
This provides evidence to the fact people do buy on emotion and then they justify the purchase with logic.
For business owners, this can have a huge impact when it comes to dealing with buyer’s remorse.
It essentially means that while at times your customers might feel buyer’s remorse, there are steps you can take to help reassure them. You can help the justification process along and let them know they made a smart investment rather than a costly mistake. In doing so, you will not only keep the sale, you will strengthen the relationship with your customer enhancing customer lifetime value. There is also the bonus of helping your customer feel pretty darn good about their savvy risk-taking decision making.
With that in mind, let’s take a look at some steps you can take.
STEP ONE: IMMEDIATE FOLLOW UP
Send a personal follow up where possible. This doesn’t mean setting up an email autoresponder or voice message system. I mean personally writing a letter, an email or taking time to make a quick phone call. If your consumer knows how much you appreciate them and their decision to buy from you, they are going to feel good about that and more importantly, feel good about you. The personal touch goes such a long way.
“Look after your customers and in turn, they will look after you.”
STEP TWO: CREATE A COMMUNITY
Bring your customers into your community. Evidence has shown people buy based on a positive emotional trigger. It’s only on the come down from that emotional high that they begin to feel buyer’s remorse. If you can continue to make your consumer feel amazing even after the purchase, they are far more likely to appreciate the purchase.
One way you can achieve this is by bringing all of your customers together as part of your brand. Make them feel as if they are part of something bigger. Let them become emotionally invested because it creates loyalty. This can be through a loyalty program, email list, online/offline group or any other exclusive set up.
Once people start to publicly acknowledge they are part of your community, they are less likely to leave it. This is where social media can play a key role in encouraging this interaction regardless of whether you are B2B, B2C or a Non-Profit/ For Purpose business.
STEP THREE: CONTINUOUSLY REITERATE VALUE
Seek to over-deliver on value before purchase, during purchase and after purchase. Achieving the sale is just the first step. The hard part comes from retaining the customer. To do that, you need to be constantly providing value to your customers and reassuring them of the benefits they are receiving. This is going to help them utilise the products and/or services or more importantly the problem you are solving/ solution you provide.
Aim to create lifelong relationships opposed to one off sales. It’s about marriage rather than a one-night stand. Put in the effort with your consumers and above all else, let them know you genuinely care about taking them from where they are now to where they want to be. In doing so, you are going to reduce buyers remorse and build a business on a sustainable strategy for growth.
These are just a few steps you can take to combat buyer’s remorse but really, the list is endless. At the end of the day, your customers just want to know they are seen, they belong, they are loved and that you are invested in them.
Being able to build a business for and with your customers is a beautiful gift and one that should not only be considered but embraced at the core of each company’s culture.
Wenger, D. (2010) “Do You Make Buying Decisions Based on Logic or Emotion? A Tale of Two Chickens.” http://www.today.mccombs.utexas.edu/2010/04/do-you-make-buying-decisions-based-on-logic-or-emotion-a-tale-of-two-chickens
Damasio, A. et al. (2000) “Emotion, Decision Making and the Orbitofrontal Cortex.” https://academic.oup.com/cercor/article/10/3/295/449599/Emotion-Decision-Making-and-the-Orbitofrontal
When you know exactly who your ideal customer is, it becomes a whole lot easier to find them online. If you’re still struggling to decide which platforms are right for you, here’s 3 key factors to consider:
1. Follow Your People The social media platforms we choose to be present on is largely dictated by where our customers choose to spend their time on social media. It our job to follow our people. Sometimes business owners can be very resistant to a particular platform because they don't see the value in it or they don't like using the platform themselves. For example, Facebook can conjure up images or the Jeremy Kyle or Jerry Springer show for a lot of people and naturally that's not what they want to associate their businesses with. The reality is that if our ideal customers are spending a lot of time on a platform then there is value and opportunity. It's about them, not us so we have to put our personal feelings aside and think about 'what's best for business.' Secondly, that's just one side of a platform. Your job is to take the native use of a platform, combine it with your customer's use of the platform and then figure out a way to integrate your value proposition into that.
2. Don't Be Everywhere There are so many social media platforms available and you may find that your target audience is present on quite a few of them. That doesn't mean you have to be present on all of them... especially if you are doing it for search engine optimisation purposes. After all, you're serving your customers, not Google search engine. Trying to maintain multiple social media profiles as a small business can be extremely challenging and lead to overwhelm quickly. Once overwhelm sets in, consistency stops and instead of being present everywhere, a lot of the time you end up being present nowhere. Worst of all, social media starts to become that dreaded task that just sits on your to-do list that just gives you anxiety. That's the last thing we want to happen after putting together our social media strategy for success.
If you want consistent results then you need to take consistent action. Reps build muscle. Choose one or two platforms to focus on initially. Build your engaged community up and once you start generating a solid return on investment from that platform you can start looking at expanding out. It is far better to have a really strong presence on one platform than it is to spread yourself too thin trying to be on multiple platforms.
3. Work To Your Strengths We all have our preferred methods of communication. As important as it is to focus on the platforms your customers are most present on, it's also important to consider what platform is best suited to you.
When you work to your strengths, the quality of content you put out there will be to a significantly higher quality and the conversation will flow a lot easier because you're comfortable and more natural in that setting.
For example, you may find your audience loves videos but you feel uncomfortable in front of the camera. In this situation, YouTube might seem the obvious choice but if you're not comfortable, Facebook or Twitter Live or Instagram Stories may be better options. This way you are still able to provide your audience with that connection through video and because a live broadcast offers two-way interaction, there's less pressure on you to create 'perfect' videos by yourself. In all of this, the most important influence in your decision is your customers. You have to take your 'user' hat off and your business hat on. Without customers, there is no business. At the end of the day, you are on social media to serve them in the best way you can.
Find your ideal customers, engage with them, build a relationship and ultimately guide them from a 'social' mindset intro a transactional mindset.